Sr. Manager, Audience Strategy & Optimization

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About the role

ROLE SUMMARY Within Pfizer's Chief Marketing Office, Senior Manager, Audience Strategy and Optimization will be part of the Audience Center of Excellence (CoE), which builds the audience-first ecosystem powering personalized, orchestrated engagement across paid, owned, and earned channels for patients across a multi brand DTC portfolio. The Sr. Manager will support the expansion of digital addressable audiences for the Pfizer BioPharma US business across patient and HCP. As a critical member of the Audience COE, you will participate in the growth and future roadmap for our audience approach and data driven optimizations. In this role you will partner with Integrated Media Strategy, Analytics, Brand Marketing, Performance Media teams, Measurement and other key CMO commercial teams to ensure the audience strategy is aligned with the marketing objectives and KPI's. The ideal candidate will have a solid background in audience strategy and development, will work well in a matrixed organization, and demonstrate a high level of agility to adapt to changing business needs. ROLE RESPONSIBILITIES • Develop strategy and support execution of a comprehensive audience approach across Consumer and HCP brands, providing strategic recommendations, partnership, and education to internal stakeholders on implementing key audience functions and tactics. • Assist in establishing, developing, and promoting best practices for audience strategy, planning, and execution — driving consistency in standards and processes across creation, execution, measurement, and optimization, and translating individual brand learnings into those standards. • Develop and maintain the CoE's audience segmentation methodology, profiling and activation standards, translating what's learned on individual brands into playbooks, case studies, and governance practices used across the multi brand portfolio. • Drive expansion of digital audience usage within your assigned brand set, demonstrating ROI improvements that can inform CoE-wide scaling decisions • Manage strategic relationships with third-party audience data partners (e.g., Swoop, Crossix, IQVIA). Help to evaluate new audience partners as part of the CoE's test and learn prioritized roadmap. • Collaborate with Media Measurement Team and Audience Analytics lead to develop performance reporting and optimization recommendations for the assigned scope, and translate results and cross-brand patterns into content for the CoE's monthly and quarterly leadership updates.  • Serve as the primary analytics partner to brand and leadership teams for all things audiences, translating ambiguous business questions into audience solutions and directing the ad hoc analysis needed to answer them. • Advise senior leadership on audience strategy and measurement, shaping reporting to their needs and turning data into recommendations that drive brand planning and media investment decisions. • Monitor state and federal health-data privacy regulations affecting audience targeting, maintaining exclusion lists in partnership with Legal/Privacy. • Evaluate emerging audience, media, and AI-enabled tools and vendors, recommending which merit test-and-learn investment on assigned brands and which should scale CoE-wide. • Support cross functional team members through knowledge sharing on audience methodology and contribute to CoE problem-solving, with growing visibility to senior stakeholders.  BASIC QUALIFICATIONS • Bachelor's degree required with 6+ years of experience in digital media, audience strategy, advanced analytics, marketing technology, or digital strategy/buying; Master's degree with 5+ years of experience • Demonstrated experience working with audience strategy for a brand, category, or client, including presenting recommend

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